Autopoiesis and Creativity: Understanding Artificial Intelligence’s Disruption in Advertising Communication

DOI

10.2991/978-2-38476-573-7_9How to use a DOI?

Keywords

Advertising System; Niklas Luhmann; Csikszentmihalyi; Artificial Intelligence; Creativity

Abstract

Advertising used to simply be a program of mass media, it was an autonomous social system. This paper—drawing from Niklas Luhmann's theory of systems and Mihaly Csikszentmihalyi's model of creativity—examines how advertising changed over time into social systems within the present age of artificial intelligence, which, with technology, is altering the creative development at advertising agencies. Through qualitative research and an interview with ten practitioners of various positions within an advertising agency connected to artificial intelligence integrated into an agency's workflow, this paper seeks to assess the systemic changes to workflow, hierarchy, and creativity. Ultimately, this paper concludes that artificial intelligence exists as an environmental disturbance incrementally that entices the advertising agency to engage in autopoiesis—separating itself from its mass media programs of news and entertainment. Therefore, the findings indicate that artificial intelligence does not replace people; instead, it alters the definition of the creative process, which now involves a hybridized effort between computerized automation and human participation. That distinction occurs via effective/ineffective coding. Thus, this study concludes that what once was a program of mass media has become an independent social system with its own logic in the age of artificial intelligence; further studies can create a new dialectic through practical concerns of ethics, governance, and sustainability.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Clifford Aaron Darmawan
AU  - Inco Hary Perdana
PY  - 2026
DA  - 2026/04/30
TI  - Autopoiesis and Creativity: Understanding Artificial Intelligence’s Disruption in Advertising Communication
BT  - Proceedings of the International Conference on Communication and New Media Studies (COMNEWS 2025)
PB  - Atlantis Press
SP  - 77
EP  - 89
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-573-7_9
DO  - 10.2991/978-2-38476-573-7_9
ID  - Darmawan2026
ER  -